Jeep recharges its ‘I Bought a Jeep’ platform for new EV, via cummins&partners
Automobile giant Jeep has reworked its beloved ‘I Bought a Jeep’ platform to highlight its Jeep Avenger electric vehicle for today’s audiences, via cummins&partners.
The campaign uses two 30-second films that capture the freedom owning a Jeep offers consumers, with one featuring a surfer and the other showcasing a hiker. Both spots show the Jeep Avenger in all its glory, helping its drivers act on their “need to recharge” and take them to their destinations.
The Jeep Avenger platform was directed by Tim Noonan and shot in Tasmania.
“With the Jeep Avenger arriving as the brand’s first-ever all electric vehicle, it was time to get back to what’s most important in a Jeep,” cummins&partners’ global chief executive officer, Michael McConville, said.
“What it can do for you is important, yes but how it can make you feel is much more profound. When you know you can do that little bit more, or seek out that little bit extra, you feel that little bit more free.
“That’s a deeply personal feeling that can take you places you might not otherwise think possible. I think we’ve captured that with real honesty here, and it fits with this amazing new range of product.”
“It’s a game changer for Jeep, for sure, but equally for outdoorsy fans of the EV category,” added the agency’s creative director, Heath Collins.
“In the past you’d have to choose between EV and adventure (unless you were somehow fine to bash your Prius through creeks and across rocks and sand), but the Avenger has it all. It’s all electric, but it’s all Jeep, which is why it’s the EV that recharges you.”
The campaign is releasing across out-of-home, online video, social media and radio channels.
Credits:
Jeep Australia (Stellantis)
Creative agency: cummins&partners
Production company: NB Content
Media: Starcom
Digital & Social: Digitas
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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